What is the preferred client approach?

Clients, no matter old or new are the source of the revenue that any organization generates. A company gives a lot of importance to the existing clients. This is beneficial in the sense that if one client is happy, then he would recommend an organization to another individual, so on and so forth, thus resulting in a snowball effect. Each organization has its own marketing strategy. Some believe in focusing on the existing clients, while some believe in finding new clients continuously.
However it cannot be said that either one of the above strategies would be completely beneficial. An organization usually divides it’s marketing effort into marketing and obtaining new clients and developing a strategy and get back in touch with former clients and to renew the business obtained from them and also maintaining the business with the existing clients. Not keeping in touch with former and existing clients is very short term thinking and is not strategic thinking.  However this does not imply that new clients should not be given importance. The new clients can prove to be the best source of business.

The goal is choosing the most effective way to introduce your consulting capabilities.
Considering the technological advancement, telephone, e-mail seem to be the most common.
The most common way to approach a prospective client is to simply pick up the phone and call. The goals of cold calling are to make a connection with a decision-maker, briefly introduce  the capabilities, and generate enough interest to schedule a personal meeting.
The goal of a direct mail campaign is to introduce the services to a client when one may or may not have a direct company contact. It is a more formal approach that involves sending several pieces of marketing collateral as part of the overall introductory mail campaign. Typically, it begins by sending a postcard to briefly highlight an organization’s service areas. The next mailing might be a more comprehensive brochure or folder that elaborates on the business and what you can do for customers. The final piece of collateral would then be a more personal letter of introduction to explain an organization’s capabilities in detail and ask for the opportunity to speak to the prospective client in person, or by phone. Sending e-mail is a less formal approach to targeting a client, but it can yield promising results. Usually, this method is used when one has either met the prospective client previously, but does not know them well, or when using a referral from another client or business associate. The objective is to keep the introduction brief and ask for a meeting or phone call.
Organization’s feel that when it comes to contacting new clients, it helps in being personalized. This gives an edge over the other methods. It evolves a sense of interest in  the prospective clients mind. Also this method is one which the client might prioritize over the others’. Most of the executives also prefer this method.